Overview
- Positioning
- Brand Identity
- Merchandise
Amaze is an Azerbaijani creative production studio with video at its core. As its services expanded into creative development, branding and marketing, the existing identity could no longer represent the full business.
Amaze came to 25BUREAU with a direct brief: level up the brand. Video production is also an important part of our practice, giving the project a shared professional context and a competitive edge. We understood the category from within and knew the identity had to demonstrate change, not simply announce it.
The shift
Beyond production
The goal was not to change Amaze's audience or move away from production. It was to strengthen the company's position and create room for a wider range of creative services.
We reframed Amaze as a creative production studio: a company able to develop ideas as well as execute them. Production remained the foundation, but no longer defined the limit of what the brand could offer.
The system
A wider frame for Amaze
The previous angular A was replaced by a fully custom wordmark. Its clean geometry, rounded terminals and controlled cuts were chosen for clarity, balance and recognition rather than hidden symbolism.
A compact version places the letter A inside a rounded frame, connecting naturally to screens, cameras and the production environment without being limited to one interpretation.
The identity was implemented across the website, social media, studio materials and merchandise. It gave Amaze a consistent way to present both its production expertise and its wider creative capabilities, and was positively received after launch.
Credits
- Farid Jabbarli
- ZEYN
- 25BUREAU · 2025